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Mr Banwell notes the following article on ageing Baby-Boomers and Gen Xers.

While much attention is given to the Baby Boom Generation – those born between 1946 and 1964 – with regard to cosmetic surgeries, the next generation may actually help to fuel the anti-aging industry in the coming years.

According to the American Society for Aesthetic Plastic Surgery (ASAPS), Baby Boomers between the ages of 51 and 64 years accounted for 28% of the total cosmetic plastic surgeries and procedures in 2010. Generation X’ers, who range in age from 31-45 years, were among the more than 4 million individuals in the age group who underwent the majority (43%) of procedures last year, despite the fact that they are fewer in number.

Many in the so-called Generation X – who were born between 1965 and 1979 – are now in their 40s. According to the Los Angeles Times, many in this age group aspire to look like celebrities such as Jennifer Lopez, Gwyneth Paltrow, Jennifer Aniston, and Catherine Zeta-Jones – all of whom are also members of Generation X.

As a whole, Generation X’ers are more willing to spend money on their appearance. One study found that they rely on preventive anti-ageing beauty regimes to a greater extent than the older generation. In addition, the newspaper reports that ‘a report from the Symphony IRI National Consumer Panel says that Gen X spent $5.3 billion on beauty products in the 12-month period that ended June 26, which represented 28% of all beauty spending’.

Another survey conducted by Allure magazine found that 93% of women and 84% of men say the pressure to look young today is greater than it has ever been.

This pressure – whether real or perceived – along with the focus many have on health and beauty, may mean an increase in both surgical and non-surgical cosmetic procedures in the coming years.

As this generation ages, they may be more apt to seek out treatments, procedures and surgeries that help them appear younger, such as toxin or filler injections, eyelid surgeries, liposuction, and chemical peels.

A recent ASAPS survey revealed that 53% of women and 49% of men say they approve of cosmetic surgery. The poll also found that 67% of Americans said they would not be embarrassed if their friends or family knew they had cosmetic surgery.